Marketo Office Hours

Optimizing B2B Lead Management: Lessons from a Real Customer Journey

25 views
May 22, 2024 marketing automation, marketo, marketo office hours
In B2B, a precise understanding of the customer journey is crucial to effective lead management. Mistakes in lead management are often due to misinterpretation of customer needs and behaviors. This article explores a real-life case study of the B2B customer journey and reveals essential strategies for improving lead management.

  • 00:00 Presentation of Cathy's buyer journey
  • 16:42 Many players are involved
  • 22:22 Your perception of the customer journey is partial
  • 24:00 Your prospect will educate himself in one way or another
  • 25:12 Recognizing and managing the buying group (bis)
  • 26:02 Recognizing and managing your brand ambassadors
  • 27:39 Securing the end of the journey

Part One: B2B Customer Journey Analysis

Discovery phase

Cathy, a new employee, must quickly learn Marketo. Her supervisor, Peter, is unavailable, so she has to find a local solution. At the same time, she has to launch her first email campaign and quickly realizes that structured training is needed, not just a free online tutorial.

Key points :
  • Transition often triggered by an external event.
  • Sensitivity to branded content.

Consideration phase

Cathy actively explores training options, particularly in French. She consults articles on the Merlin/Leonard website, then chats with a friend, Lucy, who highly recommends their training courses. A retargeting ad leads her to an online quiz that recommends a full training course, capturing her email.

Key points :
  • Need for open-access content.
  • Influence of personal recommendations.

Decision phase

Cathy decides to sign up for Merlin/Leonard training. Peter visits the Merlin/Leonard website to check their credibility, while Cathy's colleague Paul also shows interest. A conference call with Thomas from HR, Peter, and Cathy, results in the decision to train two people via videoconference with a certified trainer.

Key points :
  • Importance of credibility and online reviews.

Purchasing process and HR phase

Cathy organizes a meeting to discuss the financing of the training. Thomas from HR needs to check that Merlin/Leonard is Qualiopi certified. Francis from Purchasing also has to approve the addition of a new supplier, which can be an obstacle. Vigilance is required until finalization.

Key points :
  • Complexity of post-purchase mechanisms.
  • Stay vigilant until the end.

Part Two: Six lessons from the B2B customer journey

Diversity of players

Each stakeholder has unique needs. Adapting communications is essential.

Enrich leads from the outset: Identify stakeholder roles as soon as they enter the database, to avoid mistakes.

Impact on Lead Management reporting: Measure conversion rates correctly, taking needs into account.

Partial perception of the customer journey

Interconnect all systems for an overall view.

Be cautious: Don't systematically trigger emails following an interaction to avoid damaging the experience.

Importance of prospect education

Provide quality educational content from the outset to build trust.

Exclusive content: Produce unique and relevant content to attract prospects.

Buying Group Management

Understanding and managing buying groups is crucial.

Automate buying group constitution: Detect several people from the same company with the same need and group them together.

Role of Brand Ambassadors

Recognize and promote ambassadors who influence prospects' decisions.

A dedicated communication channel: Manage a private group for ambassadors on a private social network.

Post-decision follow-up

Rigorous post-decision follow-up is essential to guarantee success.

Set up a feedback loop in the CRM: Correct the wrong amounts of opportunities for marketing decisions based on accurate data.

Conclusion

Cathy's example offers valuable insight into the B2B customer journey. Thoughtful, proactive lead management can better anticipate customers' needs, improve their experience and maximize ROI.
tech November 30, 2025 03:11 PM Delete

I appreciate you giving so many excellent posts; I've bookmarked your blog. Please check out my website's advise as well. I'll come back for more excellent material. koi toto

November 30, 2025 02:50 PM Delete

Within this webpage you possibly can understand the likes and dislikes, generate anything exclusive. pegasus 4d

November 30, 2025 11:17 AM Delete

It is best to largely remarkable combined with well-performing stuff, so find it: p6slot

대전출장마사지 November 29, 2025 09:33 PM Delete

대전출장마사지365일 24시간 빠른출장

rtp slot gacor November 29, 2025 12:56 PM Delete

Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. toto macau

tech November 29, 2025 12:36 PM Delete

Good post overall. I recently came onto your blog and really loved reading the content. I'm searching for fresh content to obtain even more valuable information. Regards for the helpful information. menang8

November 29, 2025 12:22 PM Delete

Within this webpage you possibly can understand the likes and dislikes, generate anything exclusive. pegasus4d link alternatif

November 29, 2025 11:03 AM Delete

The reason complete solely a whole lot published within this theme? In this article you observe far more. pegasus 4d

November 29, 2025 10:22 AM Delete

That's the reason center on it's essential to precise ground moves well before writing. Might be attainable so that you can extra advisable text that way. blue salt trick for men

November 29, 2025 08:27 AM Delete

That'sthe reason advertising and marketing that you suitable homework in advance of crafting. It is also possible to jot down improved posting with this. blue salt trick for men

November 28, 2025 11:04 PM Delete

It is very interesting topic you’ve written here..The truth I’m not related to this, but I think is a good opportunity to learn more about, And as well talk about a different topic to which I used to talk with others RSlot App

November 28, 2025 08:09 AM Delete

Incredible article and a pleasant method to advance on the web. I'm happy with the data that you gave. nagaspin99 slot

Surron ultra bee November 27, 2025 04:04 PM Delete

That'sthe reason advertising and marketing that you suitable homework in advance of crafting. It is also possible to jot down improved posting with this. Lulutox Detox Tea

November 27, 2025 03:33 PM Delete

I am glad to be a visitor of this consummate web site! , appreciate it for this rare info ! . yaytext

November 27, 2025 03:30 PM Delete

강남가라오케는 강남에서 가장 핫한 노래방으로, 프라이빗 룸에서 최신 음향 시설과 고급 인테리어를 즐길 수 있습니다. 회식, 모임, 데이트 등 다양한 상황에 완벽한 강남가라오케

November 27, 2025 03:19 PM Delete

I am able to provides you with the target In this article understand the best way to practice it the right way. Understand in addition to generate anything beneficial. yaytext

November 27, 2025 02:26 PM Delete

What is great respecting is dealing with instead of depending on. toto togel

Dave Jack November 27, 2025 02:04 PM Delete

Youre so cool! I dont suppose Ive read anything in this way just before. So nice to seek out somebody by original ideas on this subject. realy we appreciate you starting this up. this excellent website is one area that is required on the internet, somebody with a little originality. helpful problem for bringing a new challenge on the internet! make money YouTube videos

Dave Jack November 27, 2025 01:36 PM Delete

Hey There. I found your blog using msn. This is an extremely well written article. I will make sure to bookmark it and come back to read more of your useful information. Thanks for the post. I’ll certainly return. birth chart YouTube content strategy

Dave Jack November 27, 2025 01:10 PM Delete

I truly appreciate this post. I¡¦ve been looking everywhere for this! Thank goodness I found it on Bing. You’ve made my day! Thanks again Pristina Travel how to buy real YouTube views

November 27, 2025 01:03 PM Delete

The following time I learn a blog, I hope that it doesnt disappoint me as a lot as this one. I imply, I know it was my choice to learn, but I actually thought youd have one thing fascinating to say. All I hear is a bunch of whining about something that you may fix should you werent too busy searching for attention. https://jokergaming.us.com/สมัคร-joker/

Dave Jack November 27, 2025 12:34 PM Delete

Please let me know if you’re looking for a author for your site. You have some really good posts and I believe I would be a good asset. If you ever want to take some of the load off, I’d really like to write some content for your blog in exchange for a link back to mine. Please blast me an e-mail if interested. Regards! https://www.dss-hr.com/hotel-housekeeping-jobs-germany

itachi uchiha November 27, 2025 12:12 PM Delete

This article is a gem in many ways. It's incredibly helpful and thought-provoking. I've learned so much from your blog. Thank you so much. vw 108

November 27, 2025 12:04 PM Delete

I wanted to thank you once again for your amazing web-site you have made here. It is full of useful tips for those who are truly interested in this specific subject, specifically this very post. You really are all really sweet as well as thoughtful of others and also reading your blog posts is a superb delight in my opinion. And thats a generous surprise! Ben and I are going to have enjoyment making use of your recommendations in what we must do in a few days. Our list is a mile long so your tips might be put to beneficial use. kiko toto

tech November 27, 2025 11:18 AM Delete

I appreciate you giving all of this helpful knowledge. This was a very helpful resource for me, I thought. Many thanks for your effort. samanaga

itachi uchiha November 27, 2025 10:13 AM Delete

I read your essay more than once since you bring up so many excellent issues. For the most part, your opinions align with my own. For your readers, this stuff is excellent. hokipay

November 27, 2025 09:18 AM Delete

This unique seems to be thoroughly ideally suited. Each one of minor essentials are produced alongside large amount of story knowledge. I’m a for the considerably. situs toto

Dave Jack November 27, 2025 08:55 AM Delete

I’m not that much of a online reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your site to come back later. Many thanks https://www.dynamichealthstaff.com/nursing-jobs-bawshar

November 27, 2025 08:51 AM Delete

I get pleasure from that superb write-up that you've got presented for people like us. When i reassure this will possibly be necessary for the majority of people. 김포출장마사지

November 27, 2025 08:39 AM Delete

Pleasant facts, precious in addition to fantastic pattern, seeing that write about good stuff having good ideas in addition to methods, many good facts in addition to enthusiasm, both equally which I needed, on account of deliver a really helpful information in this article. 소액결제 현금화

November 26, 2025 06:17 PM Delete

강남가라오케는 강남에서 가장 핫한 노래방으로, 프라이빗 룸에서 최신 음향 시설과 고급 인테리어를 즐길 수 있습니다. 회식, 모임, 데이트 등 다양한 상황에 완벽한 강남가라오케

November 26, 2025 06:16 PM Delete

강남구구단 쩜오는 강남 유흥업소 트렌드의 정점에 선 프리미엄 룸싸롱입니다. 화려함을 넘어서 디테일까지 신경 쓴 서비스와 분위기로 이미 많은 단골 고객을 확보하고 강남구구단

togel November 26, 2025 12:17 PM Delete

This looks like thoroughly perfect. Every one of these bit of material happen to be fabricated in conjunction with loads of past material. I prefer the fact that considerably. togel

November 26, 2025 11:58 AM Delete

Good post , I am going to spend more time researching this topic 소액결제현금화

November 26, 2025 11:44 AM Delete

I like what you guys are doing. Such clever work and reporting! Keep up the superb works guys. I have incorporated you guys to my blogroll. I think it’ll improve the value of my web site. Full Back Massager

November 26, 2025 11:42 AM Delete

For some this can be the best solution in this article observe how to try and do the item. 인천출장마사지

November 26, 2025 11:37 AM Delete

These false claims are significant, beneficial imagine and so -- I'm sure and so far too... 포항출장마사지

tech November 26, 2025 11:01 AM Delete

really well written content. I, along with everyone else who uses it, will find it useful. Continue your fantastic job. I will definitely read over more blogs. There appear to be a lot of people visiting this website. superspin

November 26, 2025 10:59 AM Delete

Hello there, I recently found your site each The search engines little in search of like kind of educative aid also ones enlighten beholds incredibly exceptional in my opinion. 신림출장마사지

November 26, 2025 10:53 AM Delete

And so ton to take place in excess of ones wonderful blog site. Your site procures everyone an outstanding exchange connected with fulfilling.. Salubrious ton near the world. 이천출장마사지

김포출장마사지 November 26, 2025 10:32 AM Delete

The most beneficial document I found some time, generate anything concerning this within this webpage. 김포출장마사지

소액결제 현금화 November 26, 2025 10:20 AM Delete

It's the same useful and also beneficial published and discover what exactly many people look at many people. 소액결제 현금화

Flixy TV Stick November 26, 2025 09:00 AM Delete

This looks like thoroughly perfect. Every one of these bit of material happen to be fabricated in conjunction with loads of past material. I prefer the fact that considerably. Flixy TV Stick

November 25, 2025 08:06 PM Delete

동두천출장마사지 - 동두천 전역에 24시간 여성 전문 마사지사가 찾아가는 출장 홈타이 서비스! 아로마, 스포츠, 커플 마사지로 피로와 스트레스를 합리적 가격에 풀어 동두천출장마사지

November 25, 2025 08:05 PM Delete

동두천출장마사지 - 동두천 전역에 24시간 여성 전문 마사지사가 찾아가는 출장 홈타이 서비스! 아로마, 스포츠, 커플 마사지로 피로와 스트레스를 합리적 가격에 풀어 동두천출장마사지

November 25, 2025 08:03 PM Delete

저희 인천출장안마는 고객님이 가장 편안함을 느끼는 곳으로 직접 찾아가, 불필요한 이동 없이 오롯이 휴식에만 집중할 수 있도록 도와드립니다. 자택, 숙소, 오피스텔 인천출장마사지 등 인천출장마사지

Dave Jack November 25, 2025 02:29 PM Delete

Great post. I am a regular visitor of your web site and appreciate you taking the time to maintain the nice site. I will be a frequent visitor for a really long time. learn more

itachi uchiha November 25, 2025 02:04 PM Delete

The best work you have ever done; this website is awesome with amazing information and design. I've stopped by this blog after reading the fantastic posts. I intend to return for more qualitative investigation. vw 108

tech November 25, 2025 01:52 PM Delete

This time, the author has surpassed himself. It is insufficient in the slightest; the website is flawless as well. I'll be sure to return often to your website. slot gacor

November 25, 2025 01:38 PM Delete

Thanks for an interesting blog. What else may I get that sort of info written in such a perfect approach? I have an undertaking that I am just now operating on, and I have been on the lookout for such info. 구미오피

November 25, 2025 01:33 PM Delete

Hey! This is kind of off topic but I need some advice from an established blog. Is it difficult to set up your own blog? I’m not very techincal but I can figure things out pretty quick. I’m thinking about creating my own but I’m not sure where to start. Do you have any ideas or suggestions? Cheers 대전룸싸롱

November 25, 2025 12:40 PM Delete

I prefer purely fantastic methods -- you'll see they with: 대구키스방

November 25, 2025 12:23 PM Delete

It is best to largely remarkable combined with well-performing stuff, so find it: 대구안마

tech November 25, 2025 11:39 AM Delete

I truly appreciate the helpful and insightful material on your website. It is a really good post that uses a lot of our resources.I appreciate you sharing. I like reading this post. agenolx

대전룸싸롱 November 25, 2025 10:36 AM Delete

That appears to be without doubt terrific. A good number of teeny facts are meant experiencing great deal of background abilities. I will be interested the thing a large amount. 대전룸싸롱

乱視用カラコン November 25, 2025 10:22 AM Delete

That appears to be without doubt terrific. A good number of teeny facts are meant experiencing great deal of background abilities. I will be interested the thing a large amount. 乱視用カラコン

itachi uchiha November 25, 2025 10:11 AM Delete

This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post. mahjong slot login

November 25, 2025 10:04 AM Delete

By far the most useful word within this useful subject matter which might be found on the online... 대전룸싸롱

Dave Jack November 24, 2025 05:53 PM Delete

대전출장마사지는 호텔, 자택, 오피스 등 어디서나 받을 수 있는 방문형 전문 마사지 서비스입니다. 아로마, 스웨디시, 스포츠, 림프, 풋마사지까지 — 대전 전역 출장 대전출장마사지

Dave Jack November 24, 2025 01:09 PM Delete

하남출장마사지 - 하남 전역에 24시간 여성 전문 마사지사가 찾아가는 출장 홈타이 서비스! 아로마, 스포츠, 커플 마사지로 피로와 스트레스를 합리적 가격에 풀어 하남출장마사지

창원출장마사지 November 24, 2025 12:50 PM Delete

I’ve recently started a site, the information you offer on this website has helped me greatly. Thanks for all of your time & work. 창원출장마사지

itachi uchiha November 24, 2025 12:50 PM Delete

Hi, I find reading this article a joy. It is extremely helpful and interesting and very much looking forward to reading more of your work.. flyingslot

November 24, 2025 11:09 AM Delete

I’m so happy to read this. This is the kind of manual that needs to be given and not the accidental misinformation that’s at the other blogs. Appreciate your sharing this best doc. カラコン

Dave Jack November 24, 2025 10:57 AM Delete

포항출장마사지 출장마사지 서비스는 24시간 연중무휴로 운영되어 시간 제약 없이 편리하게 이용하실 수 있습니다. 늦은 밤 호텔에 도착한 출장객이나 새벽에 피로를 느끼는 포항출장마사지

November 24, 2025 09:20 AM Delete

I get pleasure from that superb write-up that you've got presented for people like us. When i reassure this will possibly be necessary for the majority of people. 오산출장마사지

창원출장마사지 November 24, 2025 09:14 AM Delete

The look rightly terrific. All these mini advice happen to be created implementing massive amount past working experience. I'd like to see the whole works very much. 창원출장마사지

November 24, 2025 09:05 AM Delete

When i had written in regards to identical difficulty, When i provides you with the hyperlink to the web page. 대구출장마사지

김해출장마사지 November 23, 2025 02:36 PM Delete

I have been browsing on-line more than three hours these days, yet I by no means found any interesting article like yours. It¡¦s beautiful worth sufficient for me. In my opinion, if all website owners and bloggers made excellent content as you probably did, the net will likely be much more helpful than ever before. 김해출장마사지

itachi uchiha November 23, 2025 01:44 PM Delete

After reading this, I'm pleased by the high caliber of work and insightful ideas. I would want to express my gratitude to the writer and wish you well for attending! Your joy is a breath of fresh air. flyingslot

November 23, 2025 01:30 PM Delete

I think more writers should take care to write with passion like you. Even informational articles like this can have personality. That’s what you have interjected in this informative article. Your views are very unique. 화성출장마사지

Surron ultra bee November 23, 2025 01:06 PM Delete

I fully agree with this above comment, the internet is with a doubt growing in the most fundamental medium of communication across the globe and its due to sites just like this that ideas are spreading so quickly. slot

Surron ultra bee November 23, 2025 01:02 PM Delete

Quickly this particular web address may irrefutably wind up renowned between each and every composing lots of people, due to persistent content articles as well as evaluations as well as rankings. toto togel

Surron ultra bee November 23, 2025 01:02 PM Delete

Quickly this particular web address may irrefutably wind up renowned between each and every composing lots of people, due to persistent content articles as well as evaluations as well as rankings. toto togel

November 23, 2025 12:34 PM Delete

I recently came across your blog and have been reading along. I thought I could leave my first comment. I don’t know what to say except that I have enjoyed scaning what you all have to say 강릉출장마사지

김해출장마사지 November 23, 2025 10:38 AM Delete

The look rightly terrific. All these mini advice happen to be created implementing massive amount past working experience. I'd like to see the whole works very much. 김해출장마사지

November 23, 2025 10:30 AM Delete

I found the features really impressive. Everything loads fast and the layout is very user-friendly! Soibet88

November 23, 2025 08:37 AM Delete

Thank you because you have been willing to share information with us. we will always appreciate all you have done here because I know you are very concerned with our. nagaspin99 daftar

Dave Jack November 23, 2025 08:27 AM Delete

강남달토 달토가라오케는 서울 강남구 역삼동 삼정호텔 지하 1층에 위치해 있습니다. 강남역과 역삼역 사이에 위치한 만큼 대중교통으로 찾아오기 쉽고, 강남 번화가 강남달토

서울출장마사지 November 22, 2025 01:51 PM Delete

I like all the content articles, I really cherished, I would like more information concerning this, due to the fact it is extremely great., Thank you regarding talking about. 서울출장마사지

Surron ultra bee November 22, 2025 01:40 PM Delete

Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a little bit, but other than that, this is fantastic blog. An excellent read. I will definitely be back. slot gacor

Surron ultra bee November 22, 2025 01:30 PM Delete

“My wife and i have been quite thrilled that Peter could deal with his researching via the precious recommendations he grabbed from your web site. It’s not at all simplistic to just possibly be giving for free facts which some people have been trying to sell. Therefore we consider we need the blog owner to appreciate for this. The main illustrations you made, the simple blog menu, the friendships your site help to instill – it’s got mostly astounding, and it’s really aiding our son in addition to the family recognize that this idea is brilliant, which is extraordinarily indispensable. Thank you for all!” Wellnee

itachi uchiha November 22, 2025 01:08 PM Delete

Yes i am totally agreed with this article and i just want say that this article is very nice and very informative article.I will make sure to be reading your blog more. You made a good point but I can't help but wonder, what about the other side? !!!!!!Thanks sersanbet

November 22, 2025 09:43 AM Delete

It is very helpful, on the other hand it might be critical so as to look at using web page: 성남출장마사지

tech November 21, 2025 09:54 PM Delete

강남풀싸롱이란 우리나라 유흥문화중의 하나로써 가라오케, 룸사롱, 쩜오, 텐프로, 쓰리노 보다 아가씨들의 퀄리티를 높여 이용하시는 고객님들의 만족도를 증가 시킨 강남풀싸롱

itachi uchiha November 20, 2025 09:56 PM Delete

You there, this is really good post here. Thanks for taking the time to post such valuable information. Quality content is what always gets the visitors coming. loyal4d

itachi uchiha November 20, 2025 04:53 PM Delete

I frequently read your site and suggest it to anybody looking for a simple way to expand their knowledge. Both the writing style and the material are outstanding. I appreciate the insight you give your readers! pegasus4d

itachi uchiha November 20, 2025 04:07 PM Delete

I appreciate you giving this useful information. I believe that the internet would be far more helpful than it is now if all webmasters and bloggers produced stuff as excellent as you did. lux88togel

Surron ultra bee November 20, 2025 02:00 PM Delete

This is certainly what's more a good report that i definitely enjoyed reading reviewing. It is actually no regularly that i contain the risk to discover a specific thing. hargatoto

November 20, 2025 12:13 PM Delete

Cheap Kasper Suits… [...]listed below are a couple of urls to internet websites we connect to for the fact we feel they really are really worth browsing[...]… 강서셔츠룸

itachi uchiha November 20, 2025 11:47 AM Delete

Im no expert, but I believe you just made an excellent point. You certainly fully understand what youre speaking about, and I can truly get behind that. jellyslot

itachi uchiha November 20, 2025 09:21 AM Delete

You truly have a gift for creating original stuff. I appreciate the way you articulate your ideas in this piece and the way you think. Your writing style really strikes me. I appreciate you adding to the beauty of my experience. perang88

November 19, 2025 03:28 PM Delete

Thank you because you have been willing to share information with us. we will always appreciate all you have done here because I know you are very concerned with our. nagaspin99 daftar

November 19, 2025 02:36 PM Delete

Fantastic understand, Constructive web page, where by performed u put together the details within this placing? I've got understand several of the articles or blog posts with your web page at this point, in addition to I really like look. Appreciate it some sort of mil in addition to you need to sustain this useful do the job. 평택출장마사지

pink salt recipe November 19, 2025 01:41 PM Delete

This simple pink salt trick balances electrolytes, reduces cravings, and helps your body burn stubborn fat more efficiently. pink salt recipe

pink salt recipe November 19, 2025 01:37 PM Delete

I have read your article, it is very informative and helpful for me.I admire the valuable information you offer in your articles. Thanks for posting it.. situs togel

Dave Jack November 19, 2025 01:27 PM Delete

Add this pink salt trick to your routine to promote fat burning, reduce overeating, and improve overall wellness. pink salt trick for weight loss

November 19, 2025 12:34 PM Delete

This would be the right blog for everyone who is wants to find out about this topic. You already know a great deal its practically tricky to argue on hand (not that I really would want…HaHa). You actually put the latest spin on the topic thats been written about for several years. Excellent stuff, just excellent! 프리카지노

November 19, 2025 11:21 AM Delete

The extremely quite possibly a decent deal that in actual fact extremely savored perusing. Isn't really usual that have the option to check a given idea. toto macau 4d

tech November 19, 2025 10:26 AM Delete

I found that site very usefull and this survey is very cirious, I ' ve never seen a blog that demand a survey for this actions, very curious... situs slot gacor

November 18, 2025 05:55 PM Delete

Thank you so much as you have been willing to share information with us. We will forever admire all you have done here because you have made my work as easy as ABC. nagaspin99 daftar

Add a comment...
Post as (log out)